Ever feel like your brand's message is as clear as a foggy night in London?
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You're not alone. Many entrepreneurs struggle with articulating who they are and what they do. I've found this to be especially true for clients whose body of work is technical or is original, and you feel like you have to educate people - All. The. Time.
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Coming up with the right message and marketing strategies can sometimes feel like trying to mix a cocktail in the dark β you know all the ingredients are there, but you just can't seem to get the blend right.
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This week, we're exploring the common pitfalls when articulating who you are and what you do.
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From unclear messaging to attracting the wrong crowd, here are seven common challenges you face when crafting your message and what you can do to overcome them.
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1 Unclear Messaging
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Duh. Of course, this is number one because when your message is as clear as a smoky old fashion, potential customers are easily confused. When people are confused, doubt seeps in about whether or not you can help them, which leads to missed opportunities and a diluted brand impact.
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The solution?
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Sharpen and simplify your message. Sounds simple, but in practice, it's difficult because you're too close to what you do.
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However, once your message is clear, doubts slip away, and you become the obvious choice, cutting through the noise like when you find your people in a crowded bar.
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If this sounds like you, here are your actions to improve:
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- Identify your core message β whatβs your brand really about?
- Eliminate jargon and complex language.
- Test your message with a small audience for clarity.
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2 Attracting the Wrong Audienceβ
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This item is a symptom of number one: incorrect messaging leads to attracting the wrong audience.β
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The key here is to recalibrate your message to align with your true audience so your brand resonates with prospects who share your values and need your offerings.
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If this sounds like you, here are your actions to improve:
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- Define your ideal customer profile.
- Select the platforms (1-2 max) to reach this group.
- Tailor your messaging to address the specific needs and values of this audience.
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3 Alignment Issuesβ
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Sometimes, your challenge with messaging comes down to alignment. When your message, offer, and marketing are out of sync, you inadvertently create a disjointed brand experience.
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This happens for a number of reasons, from being muddled about what to do next or creating too many assets or funnels that don't convey the right/same message.
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The good news is once you nail your message, you gain alignment, coherence, and consistency across your brand, which makes your message smooth and memorable.
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If this sounds like you, here are your actions to improve:
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- Conduct regular audits to ensure your brand message is still aligned.
- Create a brand style guide for consistent communication.
- Train your team on the importance of a unified brand voice.
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4 Generic Appearance
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When you try to appeal to everyone, you lose your unique appeal, like a classic drink that's watered down. I see this a lot from clients who have gone to an agency for a copy or a website before coming to me for help.
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To stand out, you need to shift away from standard industry messaging (agency speak) and infuse your brand with distinct and memorable elements.
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You need to take a stance. What do you believe that others don't when it comes to your industry, business, or brand?
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If this sounds like you, here are your actions to improve:
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- Identify what sets your brand apart from competitors.
- Incorporate unique brand stories or values into your messaging.
- Determine your stance.
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"Everything Connects," my client Tim said with a big smile at the end of one of our sessions. "That's what's been missing."
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While I've heard that often after helping over 100 clients clarify their message using The Brand Messaging Systemβ’, the way he said it gave me pause because, at that moment, I realized I hadn't just helped Tim clarify his message; I'd helped change the way he would do business forever.
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And that's the power of using a structured system vs a "feel-good exercise," whose only result leaves you hankering for more.
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The Brand Messaging Systemβ’ connects everything you need to confidently market your business. If you're interested in learning more, reply to this email, and let's chat so you can stop paying for drinks with the wrong ingredients.
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Ok, back to the list.
5 Unclear Offer
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An unclear offer is like a confusing drink menu β it leaves potential customers unsure and hesitant.
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An unclear offer is worse than an unclear message.
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I often see light bulbs turn on when helping clients clarify and create their offer. One client, Kevin, even gasped, then exclaimed, "OMG. We've been selling this wrong all along." He was selling franchises.
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In the previous three years, he had sold exactly zero. In his defense, a franchise is not an easy thing to sell. The good news is after getting clear about his message and offer; he sold three within nine months.
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Denise, who was selling multiple small-ticket items, created one high-ticket offer and sold three of them before we ended our engagement!
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That's the power of a clear and focused offer.
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By focusing and articulating your offer clearly, you guide customers smoothly to a decision, much like the bartender who recommends the perfect drink.
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If you need help dialing in your offer, here are your actions to improve:
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- Simplify your product or services.
- Create one high-ticket offer that is easy to understand.
- Highlight the benefits and outcomes for your prospects.
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6 Feeling of Something Missing
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Have you ever had that nagging feeling that something's missing in your messaging or maybe your offer or your business? You're not sure what it is, but you feel it in your gut, like a cocktail missing a key ingredient. What is that thing?
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When this happens, it's usually a combination of things, but your message is where you feel it the most.
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That's why The Brand Messaging Systemβ’ is a structured process; to systematically ensure every aspect of your brand communication is covered, from audience to offer to your website, emails, and content.
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But if you're not using The Brand Messaging Systemβ’ here are some actions to take to scratch that nagging itch:
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- Audit your current messaging for gaps, inconsistencies, and lack of alignment.
- Use a system, not a webinar or one-off workshop, to develop a comprehensive messaging strategy.
- Regularly review and update your messaging playbook. You have one, right?
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7 Difficulty in Communicating Value Online
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Without following a defined process, communicating your brand's value online is as challenging as capturing the essence of a fine wine in words.
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This happens because you don't see the value you provide through your client's eyes, only your own. This is a common phenomenon called "The Curse of Knowledge."
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The Curse of Knowledge happens when we gain a certain level of expertise, and our brains tell us everyone else already knows what we know. As a result, we get muddled when it comes to communicating our value.
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This is where using a structured process helps you craft messaging that resonates with your audience and effectively conveys the value you provide.
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If you feel like your value is getting lost in words, here are some actions to take:
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- Focus on the unique benefits of your products/services for your clients. What do you enable them to do?
- Listen to customer testimonials. What do they say was the benefit? How are they better as a result of working with you? Their words. Not yours.
- Use storytelling to connect with your audience emotionally.
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Wrapping It Up: Your Blueprint for Clear, Compelling Messaging
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Clear and compelling messaging is the secret ingredient to a standout brand. Like a masterfully crafted cocktail, your brand needs the right balance β clarity, alignment, uniqueness, focus, and a strong connection with your audience.
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Remember, the goal isn't just to communicate; it's to resonate. Whether you're refining your offer or realigning your brand's core message, every step you take should bring you closer to a brand that's as distinct and memorable as your signature drink.
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TLDR;β
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Define Your Audience: Tailor your messaging to speak directly to them.
Audit Your Messaging: Review for clarity and directness.
Fill the Gaps: Ensure nothing crucial is missing in your messaging.
Find your Differentiator: Stand out from the industry crowd.
Clarify Your Message: Ensure consistency in your brand's presentation.
Distill Your Offers: Make it easy for customers to say 'yes'.
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For a comprehensive solution, The Brand Messaging Systemβ’ provides your ultimate guide to crafting a message that speaks volumes, connects deeply, and turns your business into a brand as iconic as the classic cocktails we love.
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At least, I think it does, and so do my clients.
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